What Magazine Liliani does

Magazine Liliani is a privately held Brazilian omnichannel retailer founded in the state of Maranhão in the 1970s and headquartered in Imperatriz (CNPJ 11.590.296/0065-29). Operating as Magazine Liliani S/A, the company has grown into one of the largest furniture and home appliance chains in the Northeast and North regions of Brazil, running more than 70 physical retail stores across the states of Maranhão, Piauí, Pará, and Tocantins. Its product assortment spans major and small appliances, electronics and smart TVs, smartphones, computing, furniture, personal care appliances, and leisure goods, sourced through distribution relationships with 90+ brand manufacturers including Samsung, LG, Electrolux, Brastemp, Consul, Motorola, Xiaomi, TCL, and AOC.

The business operates a true omnichannel model: physical retail storefronts, an e-commerce website (liliani.com.br) powered by Linx Commerce, iOS and Android mobile applications, a WhatsApp sales channel, and a Televendas telephone sales operation. Pricing follows unit pricing in Brazilian Reais with a 5% discount for PIX payments, 10x interest-free credit-card installments, and free shipping to physical stores, with product price points ranging from approximately R$229 (small fans) to R$6,999 (premium refrigerators). A defining differentiator is the proprietary Carnê Liliani installment payment system, which enables consumer credit on higher-value furniture and appliance purchases through branded payment slips and is administered via a dedicated portal at pagamentos.liliani.app.br.

The company serves general consumers — individual households — across underserved regional markets in Northeast and North Brazil where access to branded furniture, appliances, and electronics, paired with affordable installment credit, is the primary purchase driver. Distribution is regional rather than national, the legal entity is a Brazilian sociedade anônima (public limited company form used for private retail corporations), and the business is privately held with no disclosed external PE, VC, or strategic investor. Operating status is reported as active, with the company continuing to hire and expand its omnichannel surface.

Name

Magazine Liliani

Legal name

Magazine Liliani S/A

Website

https://liliani.com.br

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Magazine Liliani is a privately held Brazilian omnichannel retailer selling furniture, appliances, smartphones, and electronics through more than 70 physical stores and e-commerce channels, serving general consumers across Northeast and North Brazil.

Ownership category

akta.pro rank

Headquarters

HQ city

Imperatriz

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Product Sales: Revenue generated from direct sales of furniture, appliances, electronics, and home goods through physical retail stores and e-commerce channel. Products include major appliances, small appliances, furniture, smartphones, and electronics. Offers multiple payment options including installment plans through proprietary Carnê Liliani system.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Magazine Liliani is a Brazilian omnichannel retailer selling furniture, major home appliances, small appliances, consumer electronics, smartphones, computing products, personal care appliances, and leisure goods through more than 70 physical stores and an e-commerce platform across the Northeast and North regions of Brazil. The company enables consumer purchases through multiple payment options including a proprietary installment payment system (Carnê Liliani), 10x interest-free credit card installments, and PIX discounts.

Product overview

Magazine Liliani is a Brazilian retail chain selling a wide range of consumer goods across multiple categories. The product portfolio includes Celulares/Smartphones (Samsung, Motorola, Xiaomi), Eletrodomésticos (major appliances including Electrolux, Consul, Brastemp, Esmaltec air conditioners, refrigerators, washing machines), TVs e Eletrônicos (Smart TVs from TCL, AOC; audio equipment from Amvox, AIWA), Eletroportáteis (small appliances from Mondial, Arno, Mallory, Dômina), Móveis (furniture including bed frames, mattresses, sofas, wardrobes from brands like Atualle, DJ Móveis, Bechara, Topazio), Informática (notebooks, tablets, printers), Cuidado Pessoal (personal care appliances), Lazer (bicycles), and weekly promotional offers. Additional services include Carnê Liliani installment payment system and a mobile shopping application for iOS and Android.

Differentiator

Problem solved

Functional benefit

Products and services

• Celulares e Smartphones (Cell Phones and Smartphones) Mobile phones and smartphones including major brands such as Samsung, Motorola, and Xiaomi, sold to individual consumers across physical retail stores and the e-commerce platform.
• Eletrodomésticos (Major Home Appliances) Major home appliances including air conditioners, refrigerators, freezers, washing machines, cooktops, ovens, microwaves, hoods, water dispensers and purifiers, and climate control units, sold to households in Northeast and North Brazil.
• TVs e Eletrônicos (TVs and Electronics) Smart TVs, amplified speakers, TV mounts, and antennas from brands including TCL, AOC, Samsung, and Amvox, offered to individual consumers across stores and online.
• Eletroportáteis (Small Appliances) Small kitchen and household appliances including mixers, coffee makers, blenders, air fryers, electric grills, irons, fans, pressure washers, electric pans, food processors, sandwich makers, and domestic utilities from brands such as Mondial, Arno, Cadence, and others.
• Móveis (Furniture) Furniture including bed frames (cama box), mattresses, sofas and upholstered seating, wardrobes, living room sets, dining tables, kitchen cabinets and counters, children's room furniture, TV panels and racks, desks, chests of drawers, bars, and pillows, from brands such as Atualle, DJ Móveis, Bechara, Topazio, and Altenburg.
• Informática (Computing Products) Computing products including multifunction printers, notebooks, and tablets from brands such as Epson and Positivo, sold to individual consumers and small businesses.
• Cuidado Pessoal (Personal Care Appliances) Personal care appliances including hair straighteners, hair clippers, hair dryers, and drying brushes sold to individual consumers.
• Lazer (Leisure Products) Leisure products including bicycles sold to individual consumers and households across the retailer's stores and online channels.
• Carnê Liliani (Installment Payment Service) Proprietary installment payment system that allows Magazine Liliani customers to pay for purchases in installments via physical payment slips (carnê), extending consumer credit access in markets where such financing is typically limited.
• Aplicativo Liliani (Mobile Shopping App) Mobile shopping application available on iOS and Android that enables Liliani customers to browse the product catalog, place orders, and complete purchases through the retailer's e-commerce platform from their phones.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Linx CommercecoreTechnology or IntegrationE-commerce platform provider powering Magazine Liliani's online store operations, product catalog management, and digital commerce capabilities.
• Multiple Brand ManufacturerscoreChannel Partner/ Reseller/ DistributorExtensive portfolio of brand partnerships including Electrolux, Gree, Philco, Elgin, Samsung, LG, Esmaltec, Brastemp, Consul, Mueller, Itatiaia, Amvox, AOC, Arno, Atlas, Bechara, DJ Móveis, Cadence, Altenburg, Mondial, Xiaomi, Motorola, and 90+ other brands across appliances, electronics, furniture, and consumer goods categories.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Magazine Luiza: Brazil's largest national department store and electronics/appliance retailer, also branded as 'Magazine'. It is the most direct competitor to Magazine Liliani, offering the same core categories (furniture, appliances, electronics) via omnichannel retail across Brazil.
• Fast Shop: Brazilian specialty retailer focused on appliances, electronics, and smartphones with both physical and digital channels. Overlaps directly with Magazine Liliani's electronics, smartphone, and major appliance categories.
• Casas Bahia: Major Brazilian furniture and home appliance chain with deep penetration in lower-income consumer segments and an in-house installment financing model. Closely comparable to Magazine Liliani in product mix, target customer, and credit-driven business model.
• Pontofrio: Brazilian multichannel retailer specializing in appliances, electronics, and home goods with strong Northeast presence. Operates a similar omnichannel (stores + e-commerce + private-label credit) approach to Magazine Liliani.
• Ricardo Eletro: Brazilian retail chain historically focused on appliances and electronics, with a comparable footprint in regional markets. Closely comparable in product mix and target customer base to Magazine Liliani.
• Lojas Americanas: Brazilian omnichannel variety retailer selling electronics, appliances, and household goods via a national store network and online channel. Comparable product breadth and regional reach to Magazine Liliani, though with a national footprint.
• Havan: Large privately held Brazilian regional department store chain with a similar model of large-format physical stores, broad assortment including furniture and electronics, and proprietary consumer credit. Highly comparable regional-retail-with-credit model to Magazine Liliani.

Broad incumbents

• Via Varejo: Brazilian holding company for Casas Bahia and Pontofrio, providing national scale and infrastructure behind two of Magazine Liliani's closest direct competitors in furniture, appliance, and electronics retail.
• Leroy Merlin: French home-improvement giant with strong Brazilian presence, competing in furniture, appliances, and home goods. A broader incumbent that overlaps with Magazine Liliani's home category but operates a wider home-improvement portfolio.

Others

• Renner: Brazil's largest apparel-focused department store chain. While not a direct competitor, it is a comparable large-format omnichannel Brazilian retailer serving similar regional consumer demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCg7hOSsh9TvhetSyPFrI6fQ?gl=BR
• Facebookfacebook.com/magazineliliani
• Instagraminstagram.com/magliliani
• TikToktiktok.com/@maglilianioficial

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Magazine Liliani